ARE YOU EYESUP?

MURAD® LAUNCHES FIRST-OF-ITS-KIND CAMPAIGN ENCOURAGING
PEOPLE TO RE-CONNECT WITH EACH OTHER BY DISCONNECTING FROM DIGITAL DEVICES

Leading Prestige
Skincare Brand Hopes to Halt the Effects of Cultural Stress on the Skin by
Enabling the Power of Human Connections

LOS ANGELES (March 7, 2017)
– In today’s always-on world, people are more digitally-connected than ever
before – yet less connected to one another in meaningful ways. That’s why
Murad®, the pioneering clinical skincare brand, is launching the EyesUp
Campaign, a new initiative designed to educate people about the danger of
digital-only relationships and the power of real-world human connection.
Through the campaign, Murad is encouraging people around the world to go
“EyesUp” and connect with one another in real life.

Renowned as the “Father of
Internal Skincare,” Dr. Murad’s groundbreaking work and research over the past
decade has centered on helping people cope with Cultural Stress™, or the stress
of modern living. The hallmarks of Cultural Stress include digital dependency,
the inability to disconnect from work, and lowered self-esteem due to increased
social expectations.

“As a dermatologist, I believe
that healthy skin is a direct reflection of how you live your life. But today,
nearly all of us are living in an increasingly stressful, always-on
environment,” said Dr. Howard Murad, Murad. “The irony of technological advancement
is that we are more digitally connected than ever before, yet less connected to
one another in meaningful ways. This has profound implications for our skin,
health, and ultimately happiness.”

In fact, this type of constant
and pervasive stress has tremendous health consequences, which are particularly
visible on the skin. Chronic stress, like that from Cultural Stress, has been
shown to weaken immunity, increase inflammation, and accelerate aging[1]. Through the EyesUp campaign,
Murad hopes to use its brand expertise on the topic to empower people to
connect by disconnecting, thereby taking action against their own form of
Cultural Stress.

The campaign kicks-off today with the launch of an
educational film created to raise awareness about the power of human
connection. The campaign video, directed by acclaimed director Kassim Norris
and produced by HECHO EN 72, the production company situated inside
award-winning creative agency 72andSunny, depicts the physical and emotional
tolls digital dependence takes through the lens of various people living in
social isolation.

Murad is also launching a content hub (www.EyesUp.com) to educate people about
digital dependence and social isolation, and take the EyesUp pledge. The in-depth resource will
include new research, tips and tools for unlocking the power of human
connection, and articles from expert contributors including neuroscientist and
mind-body expert Dr. Claudia Aguirre and the renowned research organization
Sputnik Observatory, dedicated to the study of contemporary culture.

To coincide with the external consumer launch of EyesUp,
Murad is unveiling an innovative employee engagement program. Beginning today,
each employee is invited to take the EyesUp Diagnostic Quiz to measure their
own levels of Cultural Stress. Based on this diagnostic tool, Dr. Murad will
host EyesUp “Office Hours” for employees to get a prescription for coping with
their unique source of Cultural Stress.

Additionally, Murad has installed EyesUp Digital Device
Stations in each conference room to encourage device-free meetings and deeper
connections with one another throughout the day. The organization has also
created “EyesUp Zones” throughout the office where employees are encouraged to
talk with one another face-to-face over complimentary drinks and water-rich
fruits and snacks.

Throughout 2017, the
EyesUp campaign will be supported by a robust social media campaign, public
relations efforts, and in-store retail activations. This is the first in amulti-year commitment to
helping people unlock the power of human connection.

For more
information on the Murad EyesUp campaign, or to take the EyesUp pledge, visitwww.EyesUp.com.

ABOUT MURAD, INC.

Founded in 1989, Murad is a
pioneering clinical skincare brand dedicated to encouraging people to live
happier, healthier and more fulfilling lives. Backed by 19 unique patents and a
30-year legacy of research and clinical testing, Murad’s unique philosophy,
called Connected Beauty, is a whole person approach to health and beauty
that inspires people to nourish their skin, awaken their body through physical
activity, “eat” their water by consuming water-rich fruits and vegetables, and
be kind to their mind. To learn more about Murad and its products, visit www.murad.com.